Approximate
Geofencing
Privacy laws in certain states require that device-location targeting use broader estimated coordinates rather than precise GPS. Our platform handles this automatically — no manual adjustments needed. Maryland, Oregon, Virginia, and New Jersey are currently regulated.
What Is Approximate Geofencing?
Standard geofencing uses precise GPS coordinates to draw tight fences around specific locations — a competitor's parking lot, a sporting venue, a single-block radius. Approximate geofencing estimates a user's location within a broader geographic area rather than using exact coordinates.
This isn't a downgrade — it's a compliance requirement. Certain states have passed consumer privacy legislation that restricts advertisers from using precise device-location data. The platform automatically switches to approximate targeting in those states, expanding fence boundaries on the backend so that campaigns can continue running without violating state law.
Critically, approximate fences are still often smaller than a single ZIP code. This is meaningfully local targeting — it's simply not pinpoint GPS. For most campaigns in regulated states, it remains an effective channel with appropriate strategy adjustments.
Targeting Using Approximate GPS: How It Works
To account for the uncertainty of the device's "true" location, a box compensating for the approximated location is drawn around the GPS coordinate.
A device matches to a target fence if this compensating box intersects with the geo-fence.
Therefore, in MD, OR, VA, and NJ, target fences now capture users in the immediate area — still tightly local, but not pinpoint precise.
Why It Exists: State Privacy Laws
A growing number of states are enacting consumer data privacy legislation that restricts precise geolocation tracking. Campaigns running in these states are automatically handled.
Maryland
MODPA
Maryland Online Data Privacy Act
Active — automatic backend expansion
Oregon
Oregon Consumer Privacy Act
Oregon Consumer Privacy Act (OCPA)
Active — automatic backend expansion
Virginia
CDPA
Consumer Data Protection Act
Active as of July 1, 2026 — automatic backend expansion
New Jersey
NJDPA
New Jersey Data Privacy Act
Active as of July 1, 2026 — automatic backend expansion
This list reflects currently known restrictions. As privacy legislation expands to additional states, the platform's backend compliance logic is updated accordingly.
Handled Automatically
When a campaign targets a restricted state, these fence types are automatically expanded on the backend to comply with local privacy law — with no manual intervention required on your end.
- Geo-Fencing (standard location-based fences)
- Addressable Geo-Fencing (household-level targeting)
- Event Targeting fences
- Conversion Zones for attribution tracking
Fence expansion is handled by the platform's backend systems. What you draw in the campaign interface may appear unchanged, but the targeting logic applied at delivery will reflect the expanded, compliant boundary.
What to Expect
Approximate geofencing is effective, but campaigns in regulated states come with a few known nuances worth understanding upfront.
Conversion Reporting Variance
During transition periods — when a campaign moves into or out of approximate targeting — conversion zones may temporarily over-report or under-report visits. This is a known platform behavior, not a campaign error. Plan reporting windows accordingly.
Border Area Flagging
Fences drawn very close to an affected state's border (even if technically outside it — for example, within roughly 1 mile of the Maryland line in DC) may still be flagged and expanded as approximate geofencing by the platform. This is automatic and intentional.
Delivery & CPM Impact
Less-exact targeting can affect delivery efficiency and CPM competitiveness in auction-based environments. In regulated states, we adjust campaign strategy and performance benchmarks accordingly — what constitutes a strong result differs from standard precision geofencing.
Still Smaller Than a ZIP Code
Approximate geofencing is not the same as ZIP code targeting. Even expanded fences are designed to stay tighter than a ZIP code — the reach is broader than pinpoint GPS, but it's still meaningfully local and far more targeted than traditional geographic methods.
Targeting Maryland, Oregon, Virginia, New Jersey, or Nearby Borders?
We'll set the right expectations for your campaign, dial in the strategy for the approximate environment, and make sure your reporting reflects what's actually happening.
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